When worlds collide, business booms.
Media buying has entered the age of automation. And it’s no wonder. You can’t keep up with today’s business with yesterday’s manual processes. With media strategies becoming significantly more complex, you need a demand-side platform to manage tactics that span multiple sites simultaneously, effortlessly, and nearly instantly — at the speed it takes for a webpage to load.
At the core of demand-side platforms is data — using it to build identities and find optimal mixes to reach the audience. But since some DSPs are limited to certain media types, the data you have is equally limited, making identities incomplete and hampering your reach. While digital ad buys are made by DSPs, traditional TV advertising is still primarily planned and managed using manual processes. But if you could combine both, then you could see a more complete picture of your customer.
A combined digital and TV world would give you a single foundation that includes first-, second-, and third-party, online and offline data. It will allow you to see how customers interact with your brand across their entire journey. From learning about your product with a primetime TV spot to seeing ads while browsing their Facebook feed to using a favorite search engine as they compare your product with the competition.
It’s this sort of integration that uses both branding and performance intelligence to build awareness, increase conversions, and drive greater efficiencies. An integrated platform lets you see all your outcomes in one place, instead of in silos. You control the exact media inventory you’re buying, ensure you’re appearing in brand safe and quality contexts, and gain confidence that you’re maximizing reach of the right audience.
Read the demand-side platform tips and tricks guide